Ramadan newsletter for pharmacists and doctors in Kyrgyzstan: brand sales +200%

Starting point

There was no systematic communication with pharmacists and no newsletters. Brand sales consistently dipped during Ramadan.

What we learned about the audience

During the month of fasting, patients come to pharmacists and doctors with the same questions about diet, fatigue, heaviness and constipation. There are no ready, clear answers at hand, while holiday greeting cards in messengers are a familiar and warm way to communicate at this time.

Task

Prepare a creative newsletter for omnichannel communication about gastrointestinal drugs for pharmacists and general practitioners in Kyrgyzstan, tied to Ramadan.

Solution

1. 01

   A creative frame inspired by the holiday cards people forward on WhatsApp across the CIS: instead of a greeting, how to support the body during the month of fasting

2. 02

   Storyline: the Nuriev family asks their family doctor about diet, fatigue, pain and constipation and gets evidence-based answers

3. 03

   All content was prepared by the medical editorial team

4. 04

   The finale: a greeting for Orozo Ait (Eid al-Fitr)

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Result

• Sales of the three brands featured in the newsletter+200% vs. the previous Ramadan
• Engagementthe audience stayed with the newsletter throughout the month of fasting

What worked

1. The familiar format of a holiday card: people opened the newsletter as a greeting and read it as a reference guide.
2. The story of one family tied different topics into a plot people wanted to follow all month.
3. Evidence-based answers from the medical editorial team, without advertising pressure.

Team

• Maria MityashinaChief medical editor
• Elena TorunovaMedical editor
• Maxim FetisovContent strategist
• Ekaterina LoganovaArt director
• Anastasia PotapenkoProducer